what is a/b testing?

put simply, a/b testing is when you create two slightly different versions of the same content (version a, and version b) in order to determine which one is more effective within a given demographic. with a/b testing, marketers are able to change a wide range of elements including copy, designs, images, colors, subject lines, cta’s (call to action) and more.

here’s an easy example:

in-house tip: if you want a truly effective a/b test, then start off by making small changes with your content (a different background color or a different subject line are great ways to start). changing too much too quickly or making drastic changes to a piece of content won’t give you reliable results.